I. DESIGN THINKING WORKSHOPS
Two workshops, at the beginning and the end:
First workshop: understand Design Thinking Tools and the outside-in/inside-out frameworks; practice ethnographic research techniques, which you will apply in real life interviews.
Final workshop: Use Design Thinking methodology to examine your findings from member inteviews, generate multiple options for solutions and convert the best idea into a physical prototype and plan a test launch in a specific market segment.
At the heart of this program is a fieldwork experience in which you will put to practice the ethnographic interview techniques you acquired at the initial workshop to identify key needs, perspectives, daily contexts and value drivers of a small handful of members. These interviews and observations can be condensed in a day or two, or they can be spread out over a couple of weeks.
III. THE “SHARK TANK”
At the end of the last workshop, your team presents the prototype to a “shark tank” group of “investors,” (such as potential customers. the CEO, board members, etc.) and incorporates their feedback. Together with the CEO (and, if applicable, other “investors”), you will refine the final product and extrapolate lessons learned that could be applied to the organization–e.g. its culture, the way it does business and generates value. You will leave with a concrete action plan for testing the prototype in the market and integrating successful lessons learned in the organization, starting the next day.